4A’s Chairman Chris Weil: Data Will Illuminate What Works in Ads

By on 03/21/2014 6:35 PM @daisywhitney

LOS ANGELES — The old adage of “50% of my ad budget works, I just don’t know which 50%,” may no longer hold true, says Chris Weil, Chief Executive Officer for Momentum Worldwide and the chairman of the 4A’s during an interview with Beet.TV at the 4A’s conference in Los Angeles. That’s because of the proliferation of data, which is changing how brands are able not just to market but to evaluate their marketing.”When we can prove what we do works on a consistent business, we drive business, we drive sales,” he says.

“I believe that with data and technology, if used properly, the agency world is poised for huge growth,” he says, adding that marketers can now better analyze which components of campaigns deliver on building brands. The promise of big data, though, is just beginning, much like the dot-com rush decades ago. “Everyone is talking about data and it’s out ahead, but will it eventually change the world? Yes, and for the better.”

For more insight into data, trends and branded content, check out this video interview.

 

Recent Videos
image
Starcom’s Amanda Richman Sees Programmatic Expanding To More Channels

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time ...

image
AOL Grows Programmatic Business Year Over Year, Bob Lord

AOL has seen a boost in programmatic buying from 4% a year ago to nearly 34%, says Bob Lord, Global CEO of AOL Platforms, in an interview with Beet.TV. That growth is driven by two trends — more understanding of the benefits of programmatic buying, and the availability of data management platforms to ...

image
Martin Sorrell: Investment in AppNexus Allows WPP to Compete with Google and Facebook

With its recent investment and technology exchange with AppNexus, WPP will  have the technology platform to compete against companies like Google’s DoubleClick and Facebook’s Atlas, says Sir Martin Sorrell, WPP chief executive, in this interview with Beet.TV  He says that Google and Facebook ...

image
Data Gives Agencies Leverage Over Networks: Carat’s Ray

LONDON — The emerging plethora of TV viewer data being pumped out by third-party agencies and new measurement models is giving ad agencies and their clients a leg-up when it comes to negotiating the buying of TV ad spots, says one agency boss. “Because of that data warehouse you’re starting ...

image
Nearly Half Of Digital Display Now Sold Programmatically: Magna Global

So-called “programmatic” software platforms, which let advertising buyers and sellers agree terms for ad inventory in real-time and using customer data, will process $21 billion global ad sales in 2014, according to new forecasts from IPG’s Magna Global intelligence unit. That is 52% more ...

image
‘Digital Media’ Are Behind Us: Starcom MediaVest’s Sheehy

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a ...

image
Converged Video Buying ‘Won’t Happen Overnight’: Mediaocean’s Johnston

COLOGNE — Video advertising technology platforms are helping advertisers and agencies on the road to buying online video and television ads in a single process – but don’t expect that process to be widespread in the immediate future. “TV is still very dominant,” agency ad-buying ...

image
Facebook Targets Publishers for Mobile Ad Delivery with LiveRail Acquisition

With its recent acquisition of  LiveRail, an enterprise software company that manages programmatic video ad sales for publishers, Facebook is embracing a big opportunity to service publishers — and, with a particular emphasis on delivering mobile ads, explains Brian Boland, VP for Ads Product ...

image
Ad Sales Automation Gaining Agency Favor: Rubicon’s Sears

COLOGNE — Many were initially wary at so-called “programmatic” ad-trading techniques’ first incarnation – real-time bidding. But acceptance of ad ops automation represented by programmatic at large is growing from a small silo in media agencies to widespread favor, says one of ...

image
Addressable TV Ads Are ‘Holy Grail’: Videology’s Scott Ferber

COLOGNE — Imagine the highly targeted advertising the web is great at plus the broad reach that only ye olde TV can deliver. Old-fashioned broadcasters have long resisted but are now warming to the idea, says one online video technology boss. “The IP capabilities are so great right now, that ...

image
DMEXCO 2014 Reaching New Levels: UM’s Weisbrich

COLOGNE – DMEXCO has reached a new standard, says Sven Weisbrich, CEO, Universal McCann Germany. This year saw much growth for DMEXCO beyond its increased scale and notable attendance figures. Now on par with conferences like CES, clients, publishers and partners can interact on a business level and ...

image
SMG Germany’s CEO on the Growth of Mobile Video

COLOGNE – Today, it has become a given that both consumers and advertisers will make use of the internet on mobile devices, says Stefan Uhl, CEO of SMG Germany. A year or two ago, the idea of the “Ice Bucket Challenge” becoming viral – in part because of the ease of uploading mobile videos ...

loader